Delight built the product. Market Pull built the salesperson.
From no clue how to run a deal to a successful acquisition, in less than a year.
“We saved a year of time by hiring Carol.”
A year
Time Will says the coaching saved him.
Zero
Sales reps hired. Will closed every deal himself.
10 months
From the first coaching call to a signed acquisition.
Acquired
By Simpro, one of the two largest field service platforms in the world.
Delight built an AI product for field service businesses, the plumbers, electricians, and HVAC contractors who keep the lights on and the water running. The contractors needed it, and the product worked. What the company did not have was a salesperson. It was two engineers, and the one who took on selling had never run founder-led sales.
The Company
Will Dinkel and Charles Dudley are the co-founders of Delight, which helps field service businesses mine the customer data they already have, find the next real opportunity, and automate the outreach that busy contractors never get around to. When Market Pull came in, the company was two engineers who had raised about a million dollars, with a working product and early users already pulling real money out of it. Today Delight has been acquired by Simpro, one of the two largest field service platforms in the world, and sells into Simpro's customer base, with Will now VP and GM of Delight at Simpro.
The Challenge
Will is a technical founder who had never built a sales motion from scratch. His CRM was a spreadsheet he color-coded by hand. He cold-called contractors through a Google Voice number, recorded each call on his phone, and airdropped the audio to his laptop to review afterward. There was no dialer, no written objections, no follow-up sequence, and often no next call booked. Beyond the missing infrastructure was the harder problem: on a call Carol reviewed before they had even started, she told Will he could not clearly say what problem Delight solved for the person on the other end of the line. He agreed. He could have learned it on his own, one lost deal at a time. But in a fast-moving AI market, that was time he did not have.
“I knew that I had no clue whatsoever how to run a deal or how to sell into this market. And rather than learning all those hard lessons on my own over a long period of time, I really saw hiring Carol and working with her as a way to accelerate our learning.”
The Fix - Market Pull enters the process
Market Pull started with the foundation: what Delight was actually worth to a contractor, the pains an owner would pay to make stop, and which customers to go after. Carol sharpened the ideal customer profile toward owners and decision-makers, then built the artifacts to reach them, a cold-call script, objections and FAQs, a follow-up sequence, and a working playbook. The spreadsheet became HubSpot. Google Voice became a real dialer. Two dashboards gave Will a live read on his cold-call activity and his deal outcomes, down to how many calls it took to close one customer.
Then the part that ran every week for ten months. Will dropped his recorded calls into a shared Slack channel, and Carol reviewed each one, leaving feedback on Loom or notes tied to the exact moment, with the fix. When a prospect dodged a hard question, her coaching was simple: stay in it. Find the real concern, and get the prospect to name the problem out loud instead of letting them off the hook. Call after call, that is how a founder who had never run founder-led sales learned to run one.
The Outcome - From cold calls to the closing table.
From week one, Will was cold-calling Simpro's own customers, with Delight running on top of their platform. That work grew into a partnership, and the partnership into an offer. Will worked a booth solo and presented on stage at Simpro's Sydney conference, where across two events roughly a third of the room booked demos. Simpro sent a letter of intent while he was still in Australia. He signed it, and the acquisition closed at the start of 2026. Today Delight sells through Simpro's account managers, and Will, now VP and GM of Delight at Simpro, trains them to sell it.
Carol coached him through that stretch too: the partner relationships, the incentives, the stakeholders, the negotiation itself. On one call, they drafted a message to a key Simpro stakeholder in real time. Will opened the engagement unable to say what problem his product solved. He closed it negotiating the sale of the company. Delight never hired a sales rep. It did not need to. It had a founder who learned the job.
If you are a technical founder with a product that works and no idea how to sell it, that is exactly what we build. Book a call below and let's turn you into the salesperson your company needs.